Mobile Marketing Association South Africa Intro
-
Upload
mobile-marketing-association-south-africa -
Category
Business
-
view
230 -
download
3
description
Transcript of Mobile Marketing Association South Africa Intro
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 1
Nothing Gets Marketers Closer to their Consumers than Mobile
Mobile has sparked a new world of media in which every object is a medium and every place is an opportunity for a message.
There is no other platform that is as personal, as pervasive, and provides the opportunity for proximity to connect with consumers in the right place and time.
It is time to reimagine marketing with mobile leading the charge.
Every Moment is Mobile.
Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 2
About the MMA SAWith over 70 members active in South Africa, the South African Local Council of the Mobile Marketing Association was founded in 2008, and has been actively participating in the promotion, establishment and growth of the mobile marketing and advertising industry in this country.
Q3 2013
Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 3Q3 2013
The Role of Mobile in the Marketing Mix
Traditional ATL BTL
Direct / CRM
Digital
Social
Mobile Marketing • Service
• Loyalty• Rewards• Social
• mCommerce• mCRM• Up-sell• Cross Sell
• Mobile Advertising
• Direct Response• Permission
Marketing
• Mobile Internet• Games• Branded Utilities• Community
Brand Building Acquisition
RetentionGrowth
Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 4
The Mobile Marketing Association
The MMA is the premier global non-profit trade association representing all players in the mobile marketing value chain.
Leadershi
p
• Code of Conduct• Standards & Guidelines• Training & Education
Promotion
• Awards• Events• Networking
Access
• Case Studies• Best Practices• Research and Insights
Q3 2013
Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 5
MMA SA Members Q3 2013
Q3 2013
Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 6
South Africa: Leading the Mobile Revolution Globally
2009, 2010 & 2011 Global and EMEA Winners
3 Gold's, 2 Silvers5 EMEA Regional Awards
• Lead Generation / Direct Response / Conversion• Use of Mobile Social Media• Messaging• Social Impact / Not For Profit• Relationship Building / CRM
Q3 2013
7
AMPS
2012
AB
SOUTH
AFR
ICA
The Mobile
Medium2013
Size
Use
Audience
Growth
Trends
Opportunity
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 (AMPS Review sponsored by SilverstoneCIS.com)
In 2010 MMA members work shopped the structure of the AMPS
Questionnaire with SAARF – 2011AB and 2012AB is the result.
We’ve over-coded AMPS data, and got a completely new
perspective of the mobile medium in South Africa
We’re beyond the point where the question is if mobile should form
part of your marketing mix…
In this update we can start to see some
trends.
8
Based on AMPS 2012AB, in South Africa’s adult population today…
There are more than twice as many cellphones as there are TV sets (31.8m vs 15.9m)
There are 4.6 times more households with a cellphone than a computer
68% of e-mails are sent and received from a cellphone(was 53% in 2011)
SMS text messaging is used by 3 times more people than email
There are 7.2 times more homes with cellphones than landline telephones (was 6.7x in 2011)
5.2x more cell subscribers than fixed Internet users – 86% of internet accessed is via mobile(was 4.9x in 2011)
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 (AMPS Review sponsored by SilverstoneCIS.com)
4.6 x2 x
7.2 x
68% 3 x
5.2 x
9
Mobile Penetration
29.561m Cellphone owners 14.843m use Voice/SMS/USSD only 14,871m use Mobile Internet and Data based
services 153,000 people use mobi data but do not own their
own cellphone 99% of mobile data users also use SMS/USSD
functions 14,642m mobile data users, also use SMS/USSD
functions 86% of internet users in SA access the internet via
mobile technology Only 33% of SA access the internet via a computer 5.1m use both
Over coding used to ascertain these figures- see Appendix
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 (AMPS Review sponsored by SilverstoneCIS.com)
29.6m Individual Cellphone Owners
35m SA Adult Population (15 years and older)
14.8mUse Voice, SMS & USSD only
95% Mobile Phone Penetration in Households
85%
95%
14.8mMobile Data Penetration
85% or 29.6m adults directly targetable through
mobile marketing and advertising
95% of adults can respond to marketing and
advertising through mobile
50%
50%
Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 10Q3 2013
Mobile compared to SA Mass Media
1993
1994
1995
1996
1998
1999
2000
2001
2002
2003
2004
/5
2005
/6
2006
/720
0720
0820
0920
1020
1120
120
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
33803Radio
TV
DVD
DSTV/ MNET/ Top TV
Landline telephone
Cellphone
Computer
Internet
Internet - mobile
Mill
ion
s
2009 Inflection:Mobile became the most pervasive mass media in South Africa
Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 11
Leadership of committees, councils and boards to keep your
company at the forefront of industry
Efficiencyand operational excellence
through the development of guidelines and best practice to reduce the
friction and help make it easier for buyers and
sellers alike.
Accessto MMA products, data, initiatives, & networking to help you make better decisions.
Promotionof member products, services and solutions to raise awareness, generate more leads and business for your company
Influenceto shape the future of the industry
Advanced Insightvia MMA products, data, initiatives
and research; helping members build your understanding of the marketplace and make better
business decisions
Networkingvia MMA initiatives and
events help support members to find business
partners and customers.
MMAMembershi
p
The benefits of membership
Q3 2013
Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 12Q3 2013
Local Contact DetailsCandice GoodmanChairperson MMA SA+27 83 326 [email protected]
Raymond BuckleChair Emeritus MMA SA+27 11 326 [email protected]
Visit www.mmasa.org
Email [email protected]
Mpho MothapoMarketing Manager+27 82 556 [email protected]
Kim RisiMember Support Manager+27 83 468 9360 [email protected]